Dorvin Lively

Executive Chairman Buff City Soap

Last Reviewed: September 26, 2026

Executive Summary

Dorvin Lively is Executive Chairman of Buff City Soap, the Dallas-based franchisor of stores selling plant-based soap and body care products. He became its Chief Executive Officer in 2023 and handed that role to Enrique Ramirez on 1 June 2025, staying on as executive chairman. He is also a Buff City franchisee, owning five stores in the Dallas area. Before Buff City he spent most of his career in finance roles at consumer and retail businesses. He was CFO, then President, of Planet Fitness, and before that CFO of RadioShack and Ace Hardware. From 2021 until May 2026 he was an independent director of Mister Car Wash and European Wax Center.

Career Highlights

• Executive Chairman of Buff City Soap, having served as its Chief Executive Officer from 2023 to June 2025.
• Owns five Buff City Soap franchise locations in the greater Dallas area.
• President of Planet Fitness from January 2019 until he retired in October 2022, after serving as CFO from July 2013 and as President and CFO from May 2017.
• Held several roles at RadioShack from 2011 to 2013, including Executive Vice President, CFO, interim CEO and Chief Administrative Officer.
• Chief Financial Officer of Ace Hardware Corp.
• Director of Mister Car Wash (from June 2021) and European Wax Center (from July 2021) until both companies were taken private in May 2026.

Professional Journey

Lively’s early career covered finance and operating roles at consumer businesses: Pepsi-Cola International, The Reader’s Digest Association, Toys R Us and Maidenform Brands. He went on to become Chief Financial Officer of Ace Hardware Corp. In August 2011 he joined RadioShack. Over the next two years there he served as Executive Vice President and Chief Financial Officer, as interim Chief Executive Officer and as Chief Administrative Officer.

He joined Planet Fitness as Chief Financial Officer in July 2013 and stayed through its growth as a public franchisor. He added the title of President in May 2017 and gave up the CFO role in January 2019, remaining President until he retired in October 2022. By then Planet Fitness had more than 2,400 locations. In 2021 he joined the boards of two newly listed consumer services companies: Mister Car Wash in June and European Wax Center in July.

His next move was unusual for a public-company executive. Before becoming Buff City Soap’s Chief Executive Officer he was already one of its franchisees, owning five of its “makeries” around Dallas. Buff City Soap was founded in 2013 and began franchising in 2018. When his appointment was announced in March 2023, it had more than 250 locations in over 25 states. Enrique Ramirez, a former Pizza Hut global CFO, was promoted to President and CFO at the same time. In June 2025 Ramirez succeeded Lively as CEO and Lively moved to executive chairman. A European Wax Center filing from April 2026 still describes him as Buff City’s Executive Chairman.

His two public board seats ended in May 2026, when both companies were taken private. European Wax Center completed its merger with Glow Midco, LLC, and all of its directors ceased service. Mister Car Wash completed its merger on 19 May 2026, and he was among the directors who resigned at closing.

Education

University of Arkansas

B.S., Accounting